Ok hear me out first, for years Morrisons have struggled, not having an edge, always trailing behind the other supermarkets.
They have announced that they will give away unsold food; normally thrown away despite still been fit for consumption.
This new message provides Morrisons with something unique, until others follow that is.
They plan to appoint one member of staff in each of its 500 stores who will be responsible to liaise with volunteers from local food banks to arrange delivery of up to 4 trolley loads per week.
In France there is already legislation in place which forces supermarkets to give unsold food still fit for consumption to charities.
But Morrisons and other retailers have a long way to go before we catch up to our French counterparts.
With falling market share it’s a positive move by the retailer, and one which sends out positive PR, masking the negative press they’ve had lately.